Saenger MD: new Salmo deal ‘strengthens us in hard baits and predator fishing’

February has been a pivotal month for one of Germany’s largest suppliers of fishing tackler, Saenger Top Tackle System.

It was a month in which the family-run business announced the appointment of Katrin Saenger as her father’s replacement as Managing Director plus a ‘strategically important’ partnership with Latvia’s Salmo Group, owner of brands that include Norfin, Lucky John and Salmo.

Saenger’s strength lies in its renowned brands Unicat for catfish, Anaconda (carp), Aquantic (sea fishing) and predator fishing favourites Iron Claw, Doiyo and S’’zuki. Combined with Salmo’s brands, the alliance delivers a comprehensive product range, promising long-term growth for customers, says Saenger.

She told Angling International that the agreement with Salmo opens up new markets for both brands. The agreement gives Salmo direct access to central European markets by leveraging Saenger’s established sales infrastructure.

“Salmo is strong and an internationally recognised business that perfectly fits our portfolio. It strengthens our position in the hard bait and predator fishing segments and gives our customers access to innovative, proven products with a clear identity.

“The partnership is built on shared values and a clear strategic vision. Both companies are family-run with a strong heritage, long-term thinking and a deep understanding of the angling business.

“What makes the alliance particularly strong is the combination of experience, brand strength and market access. Together, the partnership opens up new markets and creates sustainable growth opportunities for both parties.”

Saenger says that taking over from her father, Hans Jürgen, at the head of the company is both an honour and responsibility. “The business continues to be led by a strong team. My father and I have worked closely for many years and that cooperation remains an important part of how we operate.

“We complement each other well with a clear division between day-to-day business and strategic direction. That combination of experience and fresh perspective is a real advantage. I value his support greatly and sincerely hope that we will continue to work together as a strong and successful team for years to come.”

Saenger’s tenure comes following a ‘challenging and instructive’ year for the company. “Like many in our industry, we faced a changing market environment, shifting customer behaviour and increased cost pressures.

“At the same time, we used the year to streamline processes, strengthen key partnerships and prepare the business for the next growth phase. Overall, it was a period of consolidation and learning.”

She added that she is cautiously optimistic about prospects for the business. “The market is stabilising and our strategic measures are beginning to show results. Partnerships such as the one with Salmo underline that confidence in the future. We see strong potential in innovation, brand development and closer cooperation with our partners. This gives us a solid base for sustainable growth in the coming years.”

Saenger revealed that she and her team will be attending EFTTEX this year. She will also attend the Angling Summit, organised by EFTTA, of which she is a Board member.

“The summit is unique as a strategic meeting point for the entire industry – from manufacturers and distributors to retailers, policy-makers and other stakeholders,” she said.

“It is not just a conference – it is where the future of recreational fishing is actively discussed, shaped and driven forward.”

As well as walking the aisles at EFTTEX in Barcelona in June, Saenger will be present at ANGELWELT in Berlin in November. “For us trade shows are not about being everywhere, but about being present where partnerships are built, trends discussed and business decisions are made. Personal exchange remains an important part of how we work.”